Amazon Prime

Amazon Prime

2025 Effie Collegiate US x Amazon Brand Challenge Submission

The Ask

Develop an integrated, multi-channel brand love marketing campaign that is targeted to Gen Z and demonstrates how Prime elevates a customer’s life.

Sharing is caring.

As children, we were taught to share our toys. Otherwise, we were seen as selfish and rude.

But somewhere down the line, charity and altruism were suddenly discouraged. We’re advised against giving money to the homeless and sharing what we have with others without expecting something in return. Sharing has been implicitly portrayed as naive and unprofitable, directly contradicting a foundational childhood lesson meant to instill generosity as part of our character.

What motivates you to share with someone else?

271 Survey Respondents, February 2025

  • "The way you share with a friend or with anybody is very telling of how the relationship is."

    - Marina, 23

  • "Usually when I feel like let down in some way or like something wasn't reciprocated or I'm being taken advantage of. Those are the things that make me really not want to share.”

    - Meg, 24

  • "I will share my Netflix with someone, and they will let me borrow their Disney+. It's just a win-win scenario."

    - Ally, 24

“it’s prime time!"

  • Despite being told that “sharing is caring” from a young age, Gen Z feel conflicted by a culture that discourages generosity.

  • Amazon creates opportunities to bond with friends through sharing their umbrella of services.

  • Get the CONNECTION CREW, who value community sharing, to engage with Amazon Prime by showing how Prime enhances friendships.

Creative Executions

Team: Ian Valentine, Paige Collins, Sara Adams, & Sofia Solis

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